Wikipedia is a website. So is Facebook. But no one ever says “I’m going to the Facebook website”, or “I’ll look that up on the Wikipedia website”.

That doesn’t mean they aren’t websites. It means we think of them a little differently. They are tools. They are places we go to do things. So we think a little differently about them.

Like Nike+. It’s not a website, per se. It’s a tool to do things. Brought to you by a brand.

It’s time to stop doing websites, things that are information-based, silly URL’s. Think about the website as an experience. What do you want people to do, and why? Then watch and see if they are doing it.

And BTW, you should have a 1 year plan, and a 5-year plan for the site. If you don’t, then get rid of it. You’re wasting a lot of marketing energy driving people to something that has no plan.